Study On The "Divine Tune" Phenomenon From The Perspectives Of Communication And Culture

With the development and popularity of the Internet, all kinds of network phenomena have been occurring one after another, and become the focus of network and also an important part of social culture, shaping the People’s Daily life. A song called Tante was titled by netizens as a "divine tune" in2010since when the "divine tune" phenomenon becomes an irreversible trend. With the overwhelming popularity of the domestic and foreign "divine tune", the "divine tune" has evolved from a special type of song into an Internet communication phenomenon and a popular cultural phenomenon with universal participation, exerting influence all over the world. As a multiple interactive product of social culture, media environment and audience psychology in today’s china, the "divine tune" phenomenon has an important realistic significance and research value.The overwhelming "divine tune" trend was born in the period of social transformation in china today. The social culture and the guidance of audience mindset have offered development opportunity for the booming of "divine tune" phenomenon. In the meantime, the spreading feature of internet has provided hotbed for its sprout and development. Growing in the recession period for traditional music industry, it is an experiment field for music industry to explore its future pattern. With culture and the complicated overlapping of technology, the "divine tune" phenomenon emerges and develops rapidly.As an Internet communication phenomenon, the "divine tune" phenomenon has the special communication channels and the charismatic text. Under the circumstance of Internet communication, the World Wide Web has become the essential resources of daily discussion table of social media. The former listeners of traditional communication mode are changing roles into very different ones from now. The multiple interactions between the media and the audience are critical in driving the "divine tune" phenomenon towards success. On this basis, in order to achieve better communication goals, the "divine tune" has derived a variety of text types in the process of communication. The combination of the communication text of the "divine tune" and the artistic pursuit of postmodernism, and the adoption of audio-visual communication model, give a striking interpretation of the "divine tune" phenomenon.As a pop culture phenomenon, behind the breathtaking "divine tune" fever is the medium ecological imbalance which is thought-provoking. Under the endless attack of the "divine tune", the "pan-entertainment" crisis of the medium is accelerated in an all-round way. The "divine tune" phenomenon shows a carnival-like participatory culture trait, and the audience enjoys the imagination of subverting authority in the ritualized participation. At the same time, the "divine tune" phenomenon has become a new "weapon" for the youth subculture to fight against the mainstream culture.The successful mode of the Gangnam style gives some proposals to the benign development of mass media market in China. In order to promote our country’s cultural soft power and expand the space of cultural diplomacy, the communicators should strive to enhance the level of creation, and the media should strengthen the public opinion guidance, at the same time, more attention should be paid to the universal media literacy education. Finally, we should treat the "divine tune" phenomenon objectively, and take it as a guide to build a harmonious public cultural space.